Lead On has been TCU’s creative platform and rallying cry since 2017. More than just a phrase, it encapsulates the university’s brand promise to create leaders who are a force for the greater good.
From banners to hashtags, TCU has integrated Lead On across nearly every aspect of its marketing. But perhaps the most visible and farthest-reaching vehicle for the TCU brand is the television commercial that airs during athletic events.
“In many ways, the commercial is the campaign cornerstone,” said Kris Copeland, creative director. “That’s why we knew we had to start there when it came time to refresh Lead On, which is now stretching into its fourth year.”
Titled “This Is for the Leaders,” the new 30-second television commercial is TCU’s golden opportunity to introduce itself to prospective students and their families across the nation. It will premiere Sunday, Aug. 22, during the TCU women's soccer match vs. Texas A&M University.
“Our goal was to tell TCU’s story in a fresh, relevant way that rewards the audience and piques their interest to learn more,” said Copeland. “And I think we’ve achieved that.”
Featuring a grayscale color palette with bursts of brand colors and a striking double-exposure technique, this new spot is stylistically quite different from past TCU commercials. To achieve the look, the creative team layered footage of iconic campus activities and places over 19 actual students who serve as “canvases” to showcase the broad spectrum of experiences available at TCU—from study abroad to field research to athletics.
“So many higher education commercials look the same,” said Megan Murphey-Jones, director of marketing. “You can watch an entire spot and not be able to identify the college until the logo hits the screen. We wanted this commercial to be definitively TCU.”
In addition to the distinct aesthetic, the commercial also takes a unique narrative approach, drawing on the rhythm of spoken-word poetry to convey TCU’s high-energy spirit. Copeland selected Jason Petty, better known as Propaganda, a spoken-word artist, activist, podcast host and emcee, for the voiceover work.
“As important as the visual style is, the ad concept really started with the audio,” Copeland recalled. “Rather than a standard commercial voiceover, we wanted original music and narration delivered by an authentic voice to tell our story.”
One thing that hasn’t changed about the spot is the strategy. With a strong focus on student life and academic experience, the new commercial supports the Vision in Action (VIA): Lead On goals of strengthening TCU’s academic profile and reputation and strengthening the TCU experience and campus culture.
Filming an entirely new commercial in the time of COVID-19 was a challenge, but creativity and collaboration made it possible. “With restrictions on how and where filming could take place, we had to get creative with our concept, relying on existing footage and shooting new content in controlled environments,” Copeland explained.
Key to the concept were the 19 TCU students featured in the video, who served as the faces of TCU and “canvases” for the unique double-exposure look.
Learn more about the Horned Frogs featured in the new commercial.
Major: Supply and value chain management; leadership emphasis
Hometown: Azle, Texas
Serena epitomizes what it means to be a servant leader. A business major with a passion for volunteering, she is the executive director for the TCU Day of Service, which introduces students to the Fort Worth community and establishes ongoing relationships with local service organizations. Serena currently works as a transportation intern at BNSF Railway and previously held a development internship with Habitat for Humanity. On campus, she’s involved in the John V. Roach Honors College, BNSF Neeley Leadership Program and Leaders for Life. “I want to make an impact on the global supply chain, but I want to know that I'm doing it within a company that values integrity and giving back to the communities they serve,” said Serena.
Double major: Political science & finance; real estate emphasis
Hometown: St. Louis, Mo.
This summer, Joe’s dual passions for political science and finance led him to an internship with the U.S. Department of State, where he wrote and developed reports for the U.S. Embassy in Luxembourg. He is also active on campus: as a Frog Camp and Connections director, Joe introduced thousands of incoming students to TCU. He even started a new organization, TCU Links, to connect students to service opportunities at nearby retirement homes. A scholar and an athlete, Joe is a recipient of the Clark Society Endowed Scholarship and Pillar of University Leadership Award and also plays club lacrosse and intramural sports.
Double major: Biology & child development
Hometown: Fort Worth, Texas
A member of the inaugural class of TCU’s STEM Scholar Program, Kayla established her own mentoring group, Molding Melanin Magic, in partnership with the Texas Academy of Biomedical Sciences. The group serves minority females in their sophomore or junior years of high school who wish to pursue a career in a STEM field. Kayla hopes to become a physician and work with children as a pediatrician or neonatologist. She’s also involved with a professional dance company where she performs hip hop.
Third-year medical student at the TCU & UNTHSC School of Medicine
Hometown: El Paso, Texas
A member of the inaugural class of the TCU & UNTHSC School of Medicine, known as Dorman Scholars, Edmundo received his undergraduate degree from the University of Texas at El Paso in biological sciences with a biomedical concentration and holds an MBA in healthcare operations management. In medical school, Edmundo has been actively involved with both curricular and para-curricular activities, including helping design a medical Spanish class for third-year electives and organizing and implementing the annual back-to-school supplies drive for Fort Worth-area students. Edmundo is interested in pursuing a residency in internal medicine and a fellowship in critical care, and because of his passion for teaching, he eventually sees a future in academia.
Major: Theatre; acting emphasis
A member of Alpha Psi Omega National Theatre Honor Society, Joe has starred in numerous TCU stage and film performances including “42nd Street,” “Fragile! Handle with Care” and “Sleeping Pills.” Other credits include “My Fair Lady,” “Twelfth Night,” “You’re a Good Man Charlie Brown” and The Bishop Arts Theatre Center's production of “The Wild Party.”
Double major: Business information systems & finance
Hometown: Vadodara Gujarat, India
Nand’s experiences as an international student inspired him to launch an educational YouTube channel that helps others explore pathways to study in the United States. Born in India, he grew up in Zambia and has lived in several other countries, which helps him find common ground with his nearly 200,000 monthly viewers. A content creator and avid environmentalist, Nand is involved with the TCU Environmental Club and one day hopes to work as a sustainability consultant for large corporations. He’s also one of the students profiled in the TCU episode of the Amazon Prime Series “The College Tour,” which airs this fall.
Major: Theatre; musical theatre emphasis
Hometown: Haltom City, Texas
Passionate about musical theatre, Alejandro’s acting credits include productions of “Sweeney Todd: The Demon Barber of Fleet Street,” “In the Heights,” “42nd Street” and “West Side Story.” He earned a spot on the Dean’s Honor List and was named a TCU Scholar for obtaining a 4.0 GPA both semesters during the 2020-21 academic year. Alejandro is a member of Alpha Psi Omega National Theatre Honor Society and TCU Spectrum, a group that aims to provide a supportive and safe social setting for allies and persons of the LGBTQIA+ community.
Hometown: Vestavia, Ala.
Allowyn earned a spot on the Dean’s Honor List both semesters during the 2020-21 academic year and was named a TCU Scholar for obtaining a 4.0 GPA in spring 2021. A member of Alpha Psi Omega National Theatre Honor Society, she was recently featured in TCU Magazine’s summer 2021 story about Theatre TCU’s A.D.A.P.T. Projects, which helped fine arts students combine creativity with technology when the pandemic shifted courses online.
Major: Finance; real estate concentration and leadership emphasis
Hometown: Dallas, Texas
A global citizen, Jad is a first-generation American who values his Lebanese heritage while also taking pride in his Texas roots. He’s also a people person who loves to connect and communicate with others—which is part of the reason why he speaks three languages. Actively involved in the BNSF Neeley Leadership Program, John V. Roach Honors College, Student Foundation and Greek life, Jad is known for his positive attitude and sense of humor. After graduation, he aspires to apply his degree into a career as a commercial real estate broker.
Double major: Strategic communication & psychology
Hometown: Frisco, Texas
To say Kynnedi is highly involved at TCU is an understatement. She is a Clark Society Endowed Scholarship recipient, serves as a Carter Host for the TCU Student Foundation, works on campus in student athlete development, and is a member of both Leaders for Life and the Chancellor’s Leadership Program. She has also worked as a resident assistant in Milton Daniel Hall, served as president and founder of the women’s club basketball team, participated in the John V. Roach Honors College study abroad program and Amplify Women in Sales, an initiative that empowers women through peer-to-peer collaboration, mentor connection and networking.
Major: Nutrition
Hometown: Benbrook, Texas
Rachel is fueled by a passion for nutrition and living a healthy lifestyle. She dreams of one day opening her own nutritional therapy practice that focuses on patients with eating disorders, but she's also considering a career in a hospital setting. In addition to being involved in Greek life, Rachel serves as the service project coordinator for the Phi Upsilon Omicron honor society and is part of the Student Nutrition and Dietetic Association. She's also highly engaged in TCU’s Food Recovery Network (FRN), a program that works with local shelters, rescue missions and non-profits to donate excess food from the university, and acts as the project’s service and shelter coordinator.
Major: Biology '21; first-year at the TCU & UNTHSC School of Medicine
Hometown: Irvine, Calif.
Before graduating in May 2021, Kevin climbed TCU’s all-time record books for his performances in the pool and served as captain of the men’s swimming team for two seasons. His professors praised him for leadership, both in the pool and in the classroom, and said he “embodies everything collegiate athletic programs strive to achieve—someone who attains both academic and athletic success and also uses his athletic experiences to develop and grow as an individual.” Kevin is now in his first year of medical school and set to graduate in 2025.
Major: Business
Hometown: Walnut Creek, Calif.
Before coming to TCU, Max served in the U.S. Navy for four years, where he trained military working dogs in Bahrain. His experiences as a non-traditional student and veteran encouraged him to get involved and become vice president for Veterans in Business and Entrepreneurship (VIBE). He’s also actively involved in Greek life and currently holds an internship with McKesson as a pharmaceutical sales solutions manager. After graduating, Max wants to continue working in medical sales and eventually lead his own sales team.
Major: Marketing; entrepreneurship & innovation emphasis
Hometown: Englewood, Colo.
In 2019, Jazlyn made a name for herself by winning Dr. Pepper’s $100,000 tuition giveaway during halftime of the Big 12 Football Championship. Since then, she’s gone on to become an active member of many Horned Frog communities, including Young Life, Lead NOW, Entrepreneurship Club, United Latino Association and the Native American and Indigenous Student Association. Proud of her Chicana heritage, Jazlyn is a charter member of the TCU chapter of Kappa Delta Chi, a Latina-founded national sorority; she’s also recruitment chair. The Denver native works as a content creator and brand strategist for Action Youth, a nonprofit that “develops urban student leaders who positively influence communities.”
Double major: History & political science
Hometown: Bozeman, Mont.
A commitment to service and philanthropy defined Hannah’s time at TCU. She coordinated the Panhellenic Council’s philanthropic efforts as vice president of service and philanthropy and served in leadership roles in Frog Camp. Not content with helping only those in the local community, Hannah was also active in “Circle of Sisterhood,” a national sorority charity dedicated to improving the lives of women around the world through education. She graduated summa cum laude in 2021 with double degrees in history and political science and is currently a student at the University of Arizona’s Rogers College of Law.
Major: Theatre, musical theatre emphasis
Hometown: Pflugerville, Texas
A self-described singer, model and “actorvist,” D’Mariel is a member of Alpha Psi Omega National Theatre Honor Society and the vice president for Theatre TCU Black Excellence, which strives to create a safe space and promote diversity for theatre students. He uses his musical and modeling talents to serve as a voice for social change; TCU360 profiled his work earlier this year. D’Mariel was named to the dean’s honor list both semesters during the 2020-21 year and was recognized as a TCU scholar for obtaining a 4.0 GPA in fall 2020.
Dual degree: Finance & economics
Hometown: Dublin, Calif.
Liliana’s packed schedule shows that she takes the phrase “Lead On” to heart. In her time at TCU, she’s held numerous Student Government Association positions, including vice president, director of wellness and house representative, while also serving on the student outreach and student experience committees. Liliana sports purple and white overalls on football home game days as a member of the TCU Dutchmen and is also involved in Frog Camp, Greek life, the John V. Roach Honors College, TCU Ambassadors, the Leadership Scholars Program and Leaders for Life. An animal lover, she volunteers for the Guide Dogs for the Blind Organization in her spare time. Liliana plans to pursue a profession in finance or economics after graduation and ultimately wants to earn her doctoral degree in economics.
Major: Music education, instrumental concentration in trombone
Hometown: Georgetown, Texas
Highly involved in the School of Music, Kaitlyn is a drum major and proud member of the Horned Frog Marching Band, a TCU Music Ambassador, and a TCU representative of the Young Band Directors of Texas. She is a member of two Greek organizations and a Class of 2022 Pillar of Leadership Award winner. She studied abroad in Sydney during summer 2019. Kaitlyn was named to the Dean’s Honor List both semesters during the 2020-21 academic year and was recognized as a TCU Scholar for obtaining a 4.0 GPA in spring 2021.
Major: Mathematics
Hometown: Keller, Texas
Through a career in math education, Ontario aspires to help marginalized young men overcome social stereotypes and redefine success both in the classroom and beyond. He was the first person of color to serve as the Student Government Association's vice president of external affairs and worked to strengthen the university’s ties with the community. An advocate for social justice, Ontario minored in comparative race and ethnic studies (CRES). He was also involved in the Chancellor’s Leadership Program and the Dean’s Advisory Cabinet for the College of Education.
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